At Web Summit 2025, Visa Inc. announced a deepened commitment to supporting digital creators, unveiling the “Monetized: Visa 2025 Creator Report” and exploring an agentic pilot program with fintech firm Karat Financial.
Building on its recognition of creators as small businesses, Visa aims to leverage its network to assist creators with secure payment processes, capital access, and enterprise growth, providing tools and resources comparable to those available to small businesses globally. Jonathan Kolozsvary, Global Head of Small Business, Visa Commercial Solutions, Visa, stated, “Creators are among the most dynamic small business segments in the world. Our creator report showcases their ingenuity and guides how Visa is investing to empower the creator economy, providing specialized financial tools and resources that help creators scale their business locally and globally.”
The “Monetized: Visa 2025 Creator Report,” conducted with Morning Consult from May to August 2025, is a comprehensive study of the creator economy. It surveyed over 1,000 TikTok creators across five regions: the United States, Brazil, Australia, the United Kingdom, and the United Arab Emirates, exploring business challenges and opportunities facing content creators.
Key findings from the report indicate that 88% of surveyed creators worldwide anticipate a revenue increase in the coming year, demonstrating optimism about earning potential. Most creators rely on personal funds, community support, and alternative funding methods like crowdfunding, suggesting a demand for tailored financial products. Modern payment processors are preferred for enabling global audiences and faster access to earnings, although payment delays persist as a challenge. The report also highlights that 52% of surveyed creators receive payments from outside their home country, underscoring their global entrepreneurial nature, and 94% report encouragement from friends and family, solidifying content creation as a recognized career path.
In conjunction with the report, Visa introduced plans to explore a potential agentic pilot program with Karat Financial. Karat, a fintech company specializing in credit cards and business banking tailored for creators, will collaborate with Visa to address common friction points for creators, such as optimizing accounts receivables and payables, through an agentic approach.
The initiative, inspired by challenges identified in the “Monetized” report, seeks to provide practical tools for creators to manage finances and streamline operations. Potential tools include smarter payments with agentic automation for sending, receiving, and tracking payments, supported by human oversight when necessary. Automated reminders could help manage cash flow by following up on late invoices or brand payments. Additionally, a trusted database could allow users to store and verify buyer and supplier details, saving time and aiding fraud prevention.
Karat Financial offers expertise in creator financial support, having pioneered credit cards underwritten based on creator revenue and social metrics, and by launching business banking services for creators.
Visa formalized its commitment to recognizing creators as small businesses at Web Summit 2024, seeing them as a dynamic force driving communities and commerce globally. The development of creator-driven tools and the insights from the “Monetized” report reinforce Visa’s dedication to serving this segment of entrepreneurs with advanced payment technology, educational resources, and flexible financial products designed for their specific needs. The full report is accessible as the “Monetized: Visa 2025 Creator Report.”
Visa (NYSE: V) is a global leader in digital payments, facilitating transactions between consumers, sellers, financial institutions, and government entities in over 200 countries and territories. The company’s mission is to connect the world through an innovative, convenient, reliable, and secure payments network, fostering economic growth and inclusion.
Karat is a financial technology company and not a bank. Banking services and the Karat Business Banking Visa Card are provided by Grasshopper Bank, N.
A., Member FDIC, under a license from Visa U.
S.
A. Inc. The FDIC’s deposit insurance only protects against the failure of an FDIC-insured bank. The Karat Visa Business Credit Card is issued by Cross River Bank, Member FDIC, under a separate license from Visa U.
S.
A. Inc.
